Footloose with StreetSmart

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | July 22, 2011

Channel [V] is carrying out an outdoor campaign in Mumbai and Delhi to announce the launch of its reality show Footloose; the biggest challenge in the deployment of the innovation was the incessant and torrential rains which lashed Mumbai during the past week.

Sixteen people, one dance adda, three deans and one big dream dance. That is Footloose, the latest reality show from the Channel [V] stable. In order to promote the show, Channel [V], in collaboration with StreetSmart, the out of home (OOH) arm of Mudra Max, has executed an outdoor campaign. Executed in Mahim Causeway and Okhla Flyover in Mumbai and Delhi, respectively, the aim of the campaign is to announce the launch of Footloose.

As part of the campaign, two front-lit billboards have been converted into backlit billboards. The agency claims that this is something which is rarely done in a day-to-day outdoor campaign. A special printing technique has also been used to highlight selective portions of the creative at night, while the billboard lights are switched off. In addition to this, a moving dancer figure has been installed on the billboard. The dancer is seen rocking a chair as a part of his dance move.

The locations have been selected by the agency due to their strategic importance, as well as the type and volume of traffic that they command. Keeping in mind the brand image and perception, StreetSmart has planned the campaign using core sites at selective locations.

The biggest challenge in the deployment of the innovation was the incessant and torrential rains which lashed Mumbai during the past week.

According to the agency spokesperson, "Channel [V] has launched a unique dance reality show and we are happy to be selected as its outdoor partner to create awareness for the launch. The strategy has been to deploy and build impactful visibility at selective locations in both the cities and top it up with a smart innovation at a key location. The response has been very positive."

In an official communiqué, Prem Kamath, general manager, Channel [V], says, "As a youth brand, we have always approached marketing campaigns in as novel a manner as possible. Outdoor as a medium has tremendous reach potential and our attempt was to garner maximum eyeballs and spread awareness of the property. This innovation has enabled that and we are confident that it will create an impression in the minds of viewers and will impact viewership positively."